James Naden is already covered in tattoos but gets one more to add to his collection

Billed as "the new London convention" to showcase the best local artistry, Tattoo Collective is hosting 150 hand-picked studios from Britain and Ireland at the three-day event held at Brick Lane's Old Truman Brewery in east London.

Up to 7,000 guests from around Europe are expected to attend and meet some of the world's most famous artists.

And already people have been keen to show off their elaborate tattoos and even their forked tongues.